You’ve seen the ads for cruises that show all the features. There’s definitely a cruise ad format. Do you remember which brand went with which campaign?

You’ll remember this brand and this campaign, #cruisechallengeaccepted, by whiteGREY for Royal Caribbean International.

whiteGREY challenged comedian, Celeste Barber, to complete several Royal Caribbean onboard experiences in just one day. On dry land. The resulting film – which is running as 5 x 15 second clips on her Instagram account with 4.4 million followers before the entire 190 seconds launches on her Facebook account on July 30 – is absolutely hilarious. Awesomely relatable. Completely unique. And does its jobs of  making a cruise the #1 holiday option superbly.

“How could I resist this challenge? On a Royal Caribbean cruise, you have so many great activities all in close proximity. I was totally up for the challenge of attempting to do all the awesome things you can do on a Royal Caribbean cruise but doing them all in one day on dry land,” said Celeste Barber.

Barber mimics Royal Caribbean’s iFLY (sky-diving) using a trampoline and a leaf blower; its FlowRider (surfing) with a boogie board, a runner of plastic sheeting and washing-up detergent; and her copy of dinner by Jamie’s Italian goes exactly the way most family dinners at home do – messily.

Chad Mackenzie, executive creative director, whiteGREY, commented, “It’s almost impossible to explain how many incredible experiences there are onboard a Royal Caribbean ship. So, the thought of unpacking that experience on dry land and challenging someone to do it all intrigued us. Challenging Celeste Barber was even more intriguing. Celeste took on this impossible task and brought the Royal experience to life in a truly unique and very entertaining way.”

The campaign will extend on Royal Caribbean social channels, to launch a competition challenging Australians to attempt a Royal Caribbean activity on dry land and share their results for a chance to win a cruise.

“The #cruisechallengeaccepted social series with Celeste Barber does a great job at showcasing the endless experiences that provide incredible entertainment and value to families onboard our ships. We thoroughly enjoyed partnering with Celeste to prove that everything is more fun and accessible onboard a Royal Caribbean cruise,” stated Kathryn Valk, Director, sales & marketing (RCI).

whiteGREY won the Royal Caribbean business at the start of 2018 and prepared for this campaign over six months by working with Royal Caribbean to define its digital strategy across the digital ecosystem.

Credits

Agency: whiteGREY

Executive Creative Director: Chad Mackenzie

Creative Director: Ronojoy Ghosh

Senior Creatives: Misa McConnell, Hayley Staveley & Nicole Yeoman

Group Business Director: Justine Leong

Account Director: Kenneth McLeod

Senior Account Manager: Hazel Nichols

Social Content Manager: Dominque Tait

Performance Marketing: Ankit Sheth

Production Company: whiteGREY Production

Head of Production: Terry Kerr

Producer: Emma Scott

Director: Craig Anderson

DOP & Editor: Mark Brightwell

PR Agency: Frank PR